Comparative Study of the Impact of Marketing Mix on Attracting Students of Islamic Azad and Payam Nour University of Torbat-E-Jam

Hassan Danaei; Noorahmad Akbari

doi:10.12816/0006591

Article Details

Comparative Study of the Impact of Marketing Mix on Attracting Students of Islamic Azad and Payam Nour University of Torbat-E-Jam

Authors:

Hassan Danaei |

Noorahmad Akbari

Publisher:

Zainab Arabian Research Society for Multidisciplinary Issues ( ZARSMI )

Main Topics:

General management

Journal:

Academic Journal of Research in Economics and Management 2014 Vol.2 Issue 9, pp.1-13

Document Type:

Article

Publication Date:

9/2014

Document Language:

English

Document ID (Org No.):

53934

Frequency:

Monthly

eISSN:

23113278

pISSN:

23113278

DOI:

10.12816/0006591

Descriptors:

Keywords:

Abstract

Main purpose of this study is the comparative study of the impact of marketing mix on attracting students in Islamic Azad and Payam Nour University of Torbat-e-Jam. In this context, a main hypothesis and four sub- hypotheses about the impact difference of each mix on attracting the students of Islamic Azad and Payam Nour Universities in the City of Torbat-e-Jam have been posed. According to classification of scientific researches, from the aspect of purpose this study is an applied research , and from the aspect of data collection method it is causal -comparative. The statistical population of this study consists of undergraduate students of Islamic Azad and Payam Nour Universities of Torbat-e-Jam . The statistical sample has been determined 630,using Cochran's sample size formula in which 306 included Islamic Azad University students and 324 Payam Nour University students who are selected through stratified random sampling.The validity of the questionnaires used for data collection in this study were confirmed by professors and experts in marketing and its reliability was confirmed using Cronbach's alpha coefficient . In this study in order to analyze the data and find the significance of mean differences between two groups , T test was used. The results show that there is a significant difference between the impact of marketing mixes on attracting students in Islamic Azad and Payam Nour Universities. Comparison of the means shows that the impact of the elements related to service , promotion and Place on attracting students in Islamic Azad University is greater than Payam Nour University and the impact of the element related to the price on attracting students in Payam Nour University is greater than Islamic Azad University .Also ranking the elements of marketing mix using stepwise regression testing to determine the contribution of each element in total variance was done for both universities and it was specified that the greatest contribution of independent variables in attracting students in both universities is related to the elements of Place , service ,price and promotion ,respectively.